Yes, 40k doesn't do the whole small point game all that well, but look at the market for games that have less than 20 figures (and I mean infantry figures) per side. That's a packed market. The whole 50 - 100 models per side market isn't nearly as packed. Its give and take, it can't just dominate everything in the sci-fi wargame any more so they're securing their niche but that niche has a higher cost to break into. It isn't ideal but c'est la vie.